The Relative Importance of the Different Relationship Platforms (Physical and Virtual) in the Consumer Experience of Luxury Brands: How Has It Changed from the Company Perspective?

Paola Peretti, Mohanbir S Sawhney

Research output: Chapter in Book/Report/Conference proceedingChapter


Managing luxury brands nowadays is complex (Wiedmann & Hennigs, 2012). On the one hand, luxury brands built their development through a strategic use of physical relationship platforms, making the customer experience inside points of sale an indispensable element for their growth. On the other hand, over the past 10 years, we have seen leading global luxury brands embrace virtual platforms in various ways to re-imagining consumer experiences. Blending these new elements can present challenges. The purpose of this chapter is to understand the relative importance of the different relationship platforms (physical and virtual) in the consumer experience of luxury brands and how has it changed. Results are able on the one hand to expand the theory of luxury branding and on the other hand to highlight some key implications for luxury brand managers.
Original languageEnglish (US)
Title of host publicationGlobal Marketing Strategies for the Promotion of Luxury Goods
EditorsFabrizio Mosca, Rosalia Gallo
PublisherIGI Global
Number of pages22
ISBN (Electronic)9781466699595
ISBN (Print)9781466699588
Publication statusPublished - 2016


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